Integrated Agency Blog

Pay Attention to Voice Search for Business

Turn the lights in the living room down 20%.
Siri, turn the lights in the living room down 20%.
—Sorry, I don’t understand.
Siri, turn down the @^*&ing lights in the living room 20%.
—Sorry, I can’t do that.
Siri, adjust the lights in the living room 20%.

Voice search is an exciting concept, but Google Home, Siri, Alexa, and all her friends aren’t quite smart enough to provide a flawless user experience. Will the adoption of voice search in general go the way of QR codes and Google Glass? Or will it continue to make great strides and race forward to revolutionize our lives, just like the internet did?

Is Voice Search is the Next Big Thing?

Are you an early-adopter type of business or are you the wait-and-see type? When you see voice devices, do your wheels start turning or do you only see the memes of Alexa’s flagrant misinterpretations?

In 1990, what was your take on that internet thing some people were taking about? What did you think about it in 1995, or 2000? How long did it take you to adopt the new technology? Did you wait until everyone around you tried out the website idea before you dipped your toe in? What did holding back cost you or what did early adoption gain you?

These days, competition is fierce—way more than in 1995 and 2000. Whether you’re selling software or lamps, it doesn’t matter—everyone can do it and someone younger and savvier is chomping at your heals.

You can no longer hem and haw about whether emerging technology is right for your business—hesitate too long and someone else will run you right over.

Voice Search for a Frictionless Existence

We know communications and social interactions are trending toward a frictionless existence.

Even though smart phones have increased convenience seemingly infinitely, we’re still fumbling with the phone and desperate to increase our productivity.

At the core of human nature is an uncompromising effort to increase speed, and for the consumer, voice search is the fast lane.

Voice Search Delivers on User Intent

As a business, any time you can remove a point of friction between the buyer and what they want, both buyer and seller win.

FabCom’s founder and key marketing strategist, Brian Fabiano, notes that we can’t ignore voice search.

With voice capability, the fidelity to the user intent is going to be so much better. Voice allows us to target advertising with unbelievable relevance and engagement.

—Brian Fabiano


With voice search, there will be no racking our brains to think of and type out a three-word phrase that best translates our intent. We will be able to speak naturally and be connected with what we want. Voice technology will ultimately reduce the barrier between utterance and gratification and allow us to make good on the goal of marketing in the first place—giving people what they want.

In the Race or Watching from the Sidelines?

When the gun goes off, you don’t want to be the one still stretching or worse yet, watching from the stands. If you aren’t on the blocks with heavy training behind you, wearing the right shoes, and mentally prepared for what’s to come, you’re in trouble.

If you’re the cautious type or can’t fathom the capabilities of new technology, that’s when you want to ask the advice of a quality marketing and advertising agency that specializes in technology integration and prides itself on being a leader in innovation.

Early Voice Search Optimization for Marketers

Being that voice search is in the early stages, this new technology is the wild west for smart marketers willing to grab the line and hold market share.

Think about the early days of character-based semantic search relying on words and phrases.

Our CEO and founder broached the subject in the development of his second Neuromarketology book and coined a new word— syntextual-based SERP.

Syntextual is the fusion of syntax-based and contextually semantic-distinguishable words and phrases based on an individual’s search intent.

The methodology-driven through and applied to the job of organic ranking of a brand, product, or service demonstrates a direct correlation between the principles of neuromarketing and the proof vs. relevant terms patent that character search is based upon.

History repeats itself. Now, voice search is the new frontier—companies will be born and discovered from it and others will be relinquished to the annals of Blockbuster, Kmart, and Kodak.

Prepare Today for Tomorrow

The fact is, because voice search technology is still in the early stages, we must decide whether to start working toward integrating voice search into our marketing and advertising strategy or not.

To help you decide, think back to how your business reacted to other new technology. Were you the company that was three-steps ahead of the competition or were you scrambling to catch up once the technology was universally accepted?

Whether it’s digital publishing, the internet, or voice search, technology innovation drives us closer to a true dialogue with our customers. When we adopt new avenues of interaction, we multiply our relationships with consumers, engage on a whole new level, and drive success.

To learn more about the new frontier of voice search and how to ride the new wave of marketing innovation to online brand mastery, check out FabCom, Scottsdale’s voice-capable integrated marketing and advertising agency.

Additional articles on voice search


Brian Fabiano


Madison Miller